Spikes Asia spotlight: TBWA\HAKUHODO celebrates Grand Prix and 7 wins at Spikes Asia 2025

TBWA\HAKUHODO Tokyo has picked up eight awards including the coveted Grand Prix at Spikes Asia 2025. This follows an exceptional year of recognition across the industry’s highest honors — including Cannes Lions, Clio Music, and The One Show — as well as being named Campaign’s Creative Agency of the Year. These latest wins mark another powerful step in the agency’s continued creative momentum on the global stage.

This year’s awarded campaigns reflect a powerful fusion of storytelling, technology, and purpose — spanning Gen Z recruitment through music with McDonald’s Japan, sustainable textile innovation with Kyocera, LGBTQ+ empowerment through audio with Spotify and The Asahi Shimbun, and real-time data-driven artistry with The Japan Philharmonic Orchestra.

Each project exemplifies TBWA\HAKUHODO’s commitment to bold creativity that drives meaningful cultural impact — showcasing how Disruptive thinking can spark transformation across industries, platforms, and communities.

Spikes Asia received 2,759 entries from 20 markets. Of these, 613 pieces were shortlisted, with Japan ranking third in total shortlists behind Australia and India.

Awarded Projects:
Client: McDonald’s Japan
Title: No Smiles
Grand Prix
・Entertainment / Partnerships with Talent
Bronze
・Brand Experience & Activation / Social Behaviour & Cultural Insight
・Creative Strategy / Collaboration

Client: Kyocera
Title: TRUE BLUE TEXTILE PROJECT
Bronze
・Design / Lifestyle, Fashion, Leisure, Sports & Outdoor
・Industry Craft / Art Direction: Brand & Communications Design

Client: Spotify and The Asahi Shimbun
Title: PRIDE CODE
Bronze
・Direct / Media & Entertainment
・Outdoor / Corporate Purpose & Social Responsibility

Client: The Japan Philharmonic Orchestra
Title: THE SYMPHONY PLOTTER
Bronze
・Digital Craft / Digital Illustration & Image Design